DDF executive vice-chairman Colm McLoughlin said the company's penetration level and average spend has been consistently high and heading into a busy sales period for the last quarter.

The retailer will celebrate its 28th anniversary on 20 December 2011 by offering consumers a 25% discount on a range of merchandise.

"We started this promotion when we celebrated our 20th anniversary in 2003 and offered shoppers a discount for that day. Sales soared to a record high on that day and proved to be so successful that we have continued to mark our anniversary day in this way ever since," McLoughlin said.